1. Services Marketing, Integrating Customer Focus Across the Firm 2e
by Wilson, Zeithaml, Bitner and Gremler
Chapter 16
Integrated Services Marketing Communications
© The McGraw-Hill Companies, 2012 1

2. Figure 5.6: Gaps model of service quality

3. MANAGING SERVICE PROMISES
Part 4:
MANAGING SERVICE PROMISES 3

4. Provider Gap 4

5. I(s)MC Issues The need for coordination in marketing communication
Key reasons for service communication challenges
Strategies to match service promises with delivery

6. Figure 16.1: Communications and the services marketing triangle

7. Figure 16.2: Five Approaches to Overcome service communication challenges

8. Address Service Intangibility

9. Slice of life & Media Scheduling: Pulsing with reminder ads

10. Manage service promises

11. Reliability - Being there for you
Australia 2003
2008
Ελλάς 2007
U.K. 1980
日本 2000

12. Manage customer expectations

13. Adaptation to the environment – brand repositioning
2008
2010
2012

14. Manage customer education

15. New Service introduction – reduce perceived risk
UK 2012
Kenya 2011

16. Manage internal marketing communications

17. Holding an organization together – every member sells

18. The Goal: Service brand equity

19. Figure 16.3: A Service Branding Model

20. Brand elements Brand name Logo URL Slogan Character Symbols Narratives

21. Media integration & control

22. Guidelines for effective external services marketing communications
Use narratives to demonstrate the experience
Present vivid information
Use interactive imagery
Focus on the tangibles
Feature service employees
Promise what is possible
Encourage word-of-mouth communication
Feature service customers
Use transformational advertising

23. Managing Service Promises
Make realistic promises
Offer service guarantees
Offer choices
Create tiered-value service offerings
Communicate the criteria and levels of service effectiveness
Improve customer education
Prepare customers for the service process
Confirm performance to standards and expectations
Clarify expectations after the sale
Teach customers to avoid peak demand periods

24. Manage Internal Marketing Communications
Create effective vertical communications
Sell the brand inside the company
Create effective upward communication
Create effective horizontal communications
Align back-office and support personnel with external customers
Interaction
Measurement
Create cross-functional teams